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论文编号：	15927
作者编号：	2320233961
上传时间：	2025/12/15 16:12:49
中文题目：	Y自媒体公司创始人领导行为优化研究
英文题目：	Optimizing Leadership Behaviors of the Founder at Self-Media Company Y
指导老师：	吕峰
中文关键字：	自媒体创始人；创始人领导力；领导行为优化
英文关键字：	Founders of self-media；Founders'''' leadership；Optimization of leadership behaviors
中文摘要：	中国短视频自媒体行业发展经历了2020年-2022年三年疫情期的快速发展和后疫情时代的井喷式增长，用户规模已在2024年底达到10.4亿人，短视频APP人均单日使用时长已达156分钟稳居所有互联网应用首位，短视频电商、直播电商及各行业全面卷入短视频行业，其已然成为我国数字经济领域的重要组成部分。 然而行业繁荣背后隐藏着深刻的结构性矛盾。短视频领域因其低准入壁垒、高成功偶然性及快迭代速率的特征，吸引了大量能力参差不齐的创业者涌入。随着流量红利见顶、内容同质化加剧及商业化竞争日趋激烈，绝大多数自媒体创业者面临严峻的可持续发展挑战。除了极少数超级个体可以靠个人综合能力或在签约专业MCN机构的助力下持续发展壮大外，众多自媒体创始人过早陷入发展瓶颈停滞不前甚至“卖号变现”离场。突破个人能力瓶颈和经验边界的团队化运营是自媒体创始人取得长期发展竞争优势的必然选择。而统计和研究结果表明，自媒体创始人在从网红达人到团队管理者身份转变的过程中面临着巨大的挑战：组织管理能力、项目管理能力、沟通能力、领导力等等都是影响自媒体创始人及创业公司长远发展的重要因素。 本论文从Y自媒体公司工作实践经验出发，以“问卷调研、深度访谈、案例研究”的研究方法，立足领导行为理论中的有效领导理论，通过面向自媒体从业者的创始人领导行为调查研究分析该行业创始人领导行为的基础水平，并通过对Y自媒体公司创始人的具体领导行为进行典型案例研究及理论分析，梳理出针对Y公司创始人面向未来可持续发展需求的领导行为提升策略。该提升策略具体包含强化战略目标拆解以凝聚团队发展共识、强化群众路线提升组织凝聚力、重塑沟通意识和能力、重构激励机制提升组织活力等具体方式，以通过本策略助力Y公司在创始人领导行为优化的过程中强化业务优势实现组织可持续发展，另一方面也通过Y公司创始人领导行为优化实践为自媒体行业创始人领导行为提升提供实践范本。
英文摘要：	The development of China's short-video self-media industry has undergone rapid growth during the COVID-19 pandemic (2020–2022) and explosive expansion in the post-pandemic era since 2023. By the end of 2024, the user base had reached 1.04 billion people, with the average daily usage time per user of short-video apps reaching 156 minutes, ranking first among all Internet applications. Bolstered by personalized recommendation algorithms, the short-video self-media industry has become an important component of China's digital economy, despite some negative effects such as chaos in live-streaming e-commerce and the "information cocoon" phenomenon. However, beneath this industry prosperity lie profound structural contradictions. Characterized by low entry barriers, high contingency of success, and rapid iteration, the short-video sector has attracted a massive influx of entrepreneurs with varying capabilities. As traffic dividend peaks, content homogenization intensifies, and commercial competition becomes increasingly fierce, the vast majority of self-media entrepreneurs face severe challenges to sustainable development. Except for a very small number of "super-individuals" who can sustain growth through their comprehensive personal abilities or with the support of professional Multi-Channel Networks (MCNs), many founders prematurely encounter development bottlenecks, stagnate, or even exit by "selling their accounts." Transitioning from individual operation to team-based management is an inevitable choice for self-media founders to break through personal capability constraints and gain long-term competitive advantages. Statistical and research results indicate that founders face significant challenges during this transition from content creators to team managers; competencies in organizational management, project management, communication, and leadership are critical factors influencing the long-term development of both the founders and their ventures. Based on practical experience from Company Y, this paper employs a mixed-methods approach—questionnaire surveys, in-depth interviews, and case study research—grounded in the theory of effective leadership within leadership behavior theory. It begins by analyzing the baseline level of leadership behaviors among founders in this industry through a survey targeting self-media practitioners. Subsequently, it conducts a detailed case study and theoretical analysis of the specific leadership behaviors of the founder of Company Y. This process identifies targeted leadership behavior improvement strategies designed to meet the company's future sustainable development needs. These strategies include: strengthening the decomposition of strategic goals to build team consensus; enhancing the "mass line" approach to boost organizational cohesion; reshaping communication awareness and capabilities; and restructuring incentive mechanisms to enhance organizational vitality. The implementation of these strategies aims to help Company Y strengthen its business advantages and achieve organizational sustainability through the optimization of its founder's leadership behaviors. Furthermore, the practical experience of optimizing leadership behaviors at Company Y serves as a valuable template for leadership enhancement among founders across the self-media industry.
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